PLANO, Texas – Seasoned sports marketing executive Scott Harding joined Learfield headquarters on Monday as senior director, integrated marketing. He most recently served nearly 10 years with Genesco Sports Enterprises and now fills a created position for the collegiate marketer’s newly established integrated marketing team.
Harding brings significant experience to Learfield in the areas of strategic marketing and management; planning and execution of sports sponsorship, program launches and mobile marketing events; as well as brand integration, content development and creation of experiential campaigns for Fortune 500 companies.
He will report to Learfield Senior Vice President, Integrated Marketing Keisha Taylor and oversee team members in account management, experiential marketing and research in order to drive sales innovations and best-in-class client relations for the more than 100 collegiate properties Learfield represents. Harding joined Genesco in 2007 as senior manager and in 2013 was appointed director. His previous experience also includes serving six years as a tour manager for GMR Marketing, Inc. and as an account supervisor at Event Management & Promotions, Inc.
“Scott will be an incredible asset to this team. He has tremendous experience in delivering successful sponsorship activation programs for major clients, and we look forward to leveraging his capabilities at our properties across the country,” said Taylor. “He comes highly recommended, and I know he’s done outstanding work for notable brands. We’re excited to welcome Scott to Learfield and look forward to him being an essential member of our team.”
An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. It manages the multimedia and sponsorship rights for 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors’ Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; licensing and trademark consulting; digital platform expertise; and venue and technology systems through its affiliated companies. Earlier this year, the collegiate marketer also acquired social media agency Think Social.